With the rise of the use of mobile gadgets and devices, the need for understanding how marketing can be optimized across Mobile platforms has become essential. Mobile marketing is a multi-channel, marketing strategy targeted at reaching your audience on their smartphones, tablets, or any other related devices through websites, Email, SMS and MMS, social media or mobile applications.
Mobile has disrupted the way people engage with friends, family members and of course brands, because of the plethora of devices now available to people to use. Mobile has changed the way people work, make decisions, talk to one another and buy. Now, everything that can be done on a desktop computer is now available on a mobile device. From opening an email to visiting your website to reading your content, all can be accessed through a small mobile screen.
Mobile marketing, therefore, means understanding how your audience uses mobile devices and channels, designing content and delivery with these mobile channels in mind, and making strategic use of SMS/MMS marketing and mobile apps.
Still wondering why Mobile Marketing is Important?
In the word of WordStream’s Megan Marrs “Your business needs a mobile marketing strategy for the same reason that you need a computer and wi-fi access – this is the age in which we live! Walk around any major city and you’ll find more than just a few folks with faces glued to their smartphone screens. According to recent reports, 40% of users’ internet time is spent on mobile devices, which means simply ignoring the rise of mobile just isn’t an option.”
So, how do you then embark on your Mobile Marketing journey?
The first step to get to know your Target Audience. Who are they? How do they interact with people, brands etc? How do they make decisions about what to buy? What devices are they constantly on? Think about what you know about how they currently interact with your brand — and what you know about how they use mobile.
This way you can start mapping out your strategy from the insight garnered.
The next step to mobile marketing success is to always optimize for mobile! Take into account the capabilities of a mobile device – screen size, operating system, scroll time, dwell time, latency issues. You want speedy load times, minimal scrolling, and minimal click-throughs as possible required from the start point to conversion.
Then answer the question how can mobile help you meet my business objectives? Which of my business objectives can mobile meet?
For example, if you run a tutorial business like Tuteria, you may want to leverage of Whatsapp. Or if you run a Fashion outfit that uses AI, you may want a mobile app. If you run a wedding business or a dry cleaning store, SMS/MMS may be your best mobile marketing platform.
Lastly, explore and decide on your mobile marketing channel options
There are various mobile marketing channels to explore, depending on your business objectives and how you’ve seen that Mobile can help you.
SMS – According to Ihumanmedia, 58% of smartphone users check their phones at least every hour & 41% use their phones for text messaging.
Here are some advantages of mobile text messaging:
1. You can easily track who opens your message, what links they clicked and who ignored the message.
2. Mobile text messaging makes it possible to get feedback from your recipients quickly, via a quick tap on the ‘reply’ button.
3. Mobile marketing is fast. Once you press ‘send,’ your message goes out instantly. You can set up a campaign and have hundreds of impressions and clicks within 5 minutes.
Mobile App and Advertising – Apps are great for personalized interactions and delivering the most engaging forms of content. Mobile Ads can buttress your acquisition tactics when added to other channels you use for acquisition.
Mobile Navigation – Sometimes, what you simply need is to optimize your current website for mobile devices. Navigation can make or break your overall performance when it comes to retaining visitors, keeping them engaged and driving them through the conversion funnel. Strong mobile site navigation makes it easy for visitors to quickly find the information.